Brand Tone

Prestigious and Welcoming, Community-Oriented and Friendly, Professional and Service-Focused, Aspirational and Lifestyle-Oriented

Brand Values

• •Can Do
• •Own It
• •Wow Factor
• •One Team
• •Community and Camaraderie
• •Excellence
• •Tradition and Heritage
• •Versatility

Best Practices

• •Emphasize "Kinship and Camaraderie": Consistently use language that reflects a welcoming, friendly, and inclusive community. Words like "family," "together," "welcome," and "community" should be prevalent.
• •Highlight Excellence and Quality: Whether describing marina facilities, dining, or event services, use words that convey high standards, such as "premier," "world-class," "first-class," "excellence," and "award-winning."
• •Showcase the "Wow Factor" and Aspirational Lifestyle: Use vivid and evocative language to describe the stunning location, the beauty of Pittwater, and the unique experiences the club offers. Appeal to the desire for a premium lifestyle.
• •Maintain a Professional yet Approachable Voice: While the club is prestigious, the tone should remain accessible. Avoid overly formal or stuffy language. The "Can Do" attitude should come through, suggesting helpfulness and approachability.
• •Integrate Core Values Naturally: Weave in the club's stated values ("Can Do," "Own It," "Wow Factor," "One Team") into storytelling and descriptions where appropriate, rather than just listing them. For example, instead of saying "We have a Can Do attitude," show it: "Our team is always ready to assist, ensuring your experience is seamless and enjoyable."

Social Perception

Positive Reputation, Sought-After Venue, Community Asset, Concerns (Minority)

Copy Examples

• •Headline (Website Banner/Social Media): "Your Premier Pittwater Destination: Experience the Royal Motor Yacht Club Broken Bay – Where Tradition Meets Modern Luxury."
• •Social Media Post (Event Promotion): "Join our RMYC family for an unforgettable Jazz & The Vines evening! 🎷🍷 Savour exquisite wines, enjoy live jazz, and soak in the stunning Pittwater views. It's more than an event; it's where our community comes together. #RMYCBB #PittwaterEvents #CommunitySpirit"
• •Membership Drive Snippet: "Become a part of something special. At RMYC Broken Bay, we're 'One Team' dedicated to delivering service excellence and versatile boating experiences. Discover the 'Wow Factor' of belonging. Enquire about membership today."
• •Venue Hire Ad: "Host your next event with breathtaking Pittwater as your backdrop. From elegant weddings to corporate functions, our 'Can Do' team ensures every detail is perfect, creating memories that last a lifetime. Experience the RMYC difference."
• •About Us Snippet (Website): "Since 1926, the Royal Motor Yacht Club Broken Bay has been the heart of Pittwater's boating community. We pride ourselves on a spirit of kinship, offering world-class facilities and a warm welcome to all who share a love for the water, whether you own a boat or simply enjoy the vibrant club atmosphere."